MARKETING RESEARCH IN ADVERTISING

Course Description

This course introduces the students to the principles and practices of marketing research methods. The students will learn that good marketing decisions require solid marketing research and will better understand the role of marketing research in developing marketing strategy. The course will cover both quantitative and qualitative research methods and will also provide opportunity for practical hands-on work. As the final project the students will be asked to design a research project, collect data, analyse their data, submit a report of their findings. They will also present their work to the class where each project will be evaluated by peers and the lecturer.

MARKETING RESEARCH IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Define(2) marketing, marketing research and marketing strategy,
2. 02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process.
3. 03 Compare(4) advantages and disadvantages of secondary data,
4. 04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis.
5. 05 Evaluate(5) relevant secondary data

Course Syllabus

Reference Books & Course Materials

1. 01 Burns, A.C., Veeck, A. and Bush,Ronald F.(2017). Marketing Research. Pearson Education Limited.

Learning Outcomes

1. L01 Define(2) marketing, marketing research and marketing strategy, SOLO 2
2. L02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process. SOLO 4
3. L03 Compare(4) advantages and disadvantages of secondary data SOLO 4
4. L04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis SOLO 2.6
5. L05 Evaluate(5) relevant secondary data SOLO 5

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix